The Reputation
'Twas a muggy night on September 28th, 2003. A famous face, after downing large shots of Bacardi and Diet Coke took the wheel of his SUV and drove in a mad frenzy to his residence in Bandra. Not far from his home, drowned in a combination of fury and alcohol, he crashed into sleeping bakery workers. Killing one and injuring more.

A strident media tore into Salman Khan and re-inforced his 'bad boy of Indian Cinema' image.

The build-up had begun earlier. Various media stories had already reported Salman's ongoing tiff with his lady love, nightlong knocking on her door, in drunken stupor. Or driving right into her sets. A while ago, he had been arrested for the alleged killing of a black buck - a protected species. Soon his films started flopping, and adoring fans began deserting him. Distributors were reluctant to buy his films and the future looked bleak. Clearly, a softer, gentle image was required. Salman needed to be seen in a new light.

The Makeover
Enter concerned father Salim Khan - a veteran who migrated to Mumbai with the dream of becoming an actor and instead, teamed up with fellow writer Javed Akhtar to script some of the biggest Bollywood block-busters of yore. Salim decided it was time to craft a "makeover" strategy for his son.

Perhaps for the first time in Hindi Cinema, a star with a "rebel" image was to be repositioned as a gentler person. Naturally, the strategy was multi-pronged. There were the mandatory shots of Salman cuddling young kids with AIDS. And Page 3 features continued to prop the new Salman as a kinder, gentler person. But the focus very correctly, was on Salman's forthcoming film roles - ensuring that Salman played the role of the "good boy".

For this cause, Salim reportedly drafted old friend Amitabh Bachchan, who ensured Salman's "goody goody" role in last year's hit movie "Baghbaan". Salman also signed up a guest role in Phir Milenge, a film whose central theme was AIDS, reportedly at little or no fee. And continued to star in wholesome family entertainers. ("Mujhse Shaadi Karogi ?" starring Salman Khan was a big hit at the box office.)

Less than a year later, it is obvious that the makeover effort was a success. Salman Khan is today positioned as an international star. A Hollywood production "Magnolias" is on the floor. And his stage shows are reported to draw staggering crowds. Reputation Management has done the trick.

Reputation Management
'Reputation Management' in the garb of good ole Public Relations is the fulcrum on which the 'brand equity' of mega corporations have been built. Just before their IPO's, most companies go for an intensive reputation management campaign to enhance their image with investors. And yet sometimes, despite their efforts, mega companies fail to shake off their 'tainted' images. (Software giant Microsoft may be a case in point!)

Incidentally, Bollywood has traditionally been practicing Reputation Management in one form or another. The legendary Raj Kapoor for example, had former journalist Bunny Reuben as full time 'PR' person on his staff. In those days, it was common to find practically every publication and magazine carrying features of "RK" films which were awaiting release - thanks to Reuben's networking with media organizations.

It is heartening to see the international media being harnessed to further the interests of Bollywood. Time and Newsweek are in the forefront of promoting Indian movies like Kal Ho Na Ho and the "crossover" films like Gurinder Chadha's Bride and Prejudice and Mira Nair's Vanity Fair.

And of course, everybody knows that the science / art of Reputation Management has been successfully hijacked by 'spin doctors' to further many political careers!

Finally
Let's accept it - in today's age, media management is an integral part of brand building. Be it for a product or person, film star or politician.

This trend has been "capitalized" by some Indian newspapers like the Times of India, who market their front page news space as paid promotion (disguised as editorial).